Jaguar XE

Launch Party




For the European Jaguar XE Launch Party in Germany, we installed a Sustainable Dance Floor in Berlin’s Umspannwerk.

The XE is Jaguar’s most fuel-efficient model ever. Therefore, the European launch party had a sustainability theme and featured a major sustainable item: our Sustainable Dance Floor.

The energy generated by the dancing crowd was used to power the decks of celebrity DJ Idris Elba, and played a cameo role in an exclusive Jaguar video.

Throughout his road trip to Berlin, Idris Elba proves the Jaguar XE is as efficient as it is sporty. Starting in London, the actor drives to Berlin in three days on a variety of roads in tough weather conditions. Idris ultimately arrives at the Jaguar XE Launch Party at Berlin’s Umspannwerk, where he skillfully drives the XE directly onto the stage in front of 200 VIP guests, dancing on our Sustainable Dance Floor.

Read more about our brand activations.

Get to know more about the sustainable kinetic dancefloor.